Role:
Creative Direction/ Ideation/ Art direction
Adidas Neo
Adidas approached us to create a kick off NEW SS16 Q1 collection media event. We had to think of what kind of NEO experience we can provide to let media interact with the new product and understand the brand message “Now is good.”
We looked at the brand and what it stood for. NEO is now, now is good, not yesterday, not tomorrow but 100% living in the moment.
Inspired by Shanghai city, we came up with the concept of “My City, My Playground.” Rooted in the city. Inspired by the street style. The city is the place our consumers live. The place they explore their new experiences. The place they have fun with their friends.
By blending the city, the new collection, and sports, we created the NEO city urban playground.